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Azerbaijan’s Azercell company measures Subscribers Loyalty Index

Customer satisfaction and loyalty towards the company's products are the main driving force in creating a sustainable relationship model with consumers regardless of the type of services provided, a message from the Azercell company said on June 3.

That is why since its foundation the leader of the telecommunications market of Azerbaijan - Azercell continues to deliver innovative methods of building a successful system of customer service in our country. The company has developed a variety of different tools for measuring the quality of customer services in order to ensure a better understanding of consumers' needs. Along with the best practices in this field, Azercell being successfully sharing with the leading government agencies and companies during all these years, this mobile operator is also developing new methods, unique to the market in Azerbaijan, for assessing customer satisfaction.

Almost two months ago, Azercell started to implement an innovative system that allows assessing an indicator known as the Customer Loyalty Index - NPS (Net Promoter Score) for the first time in Azerbaijan. This index measures the commitment of the consumer to a product or company (index of willingness to recommend). Consumers are invited to answer the question "How likely are you to recommend the company/product/brand to your friends/acquaintances/colleagues?"

Right after any consumer contact with the company, including application to a Call Center, Customer Care Center or Azercell Express offices, he receives an SMS from a company with an invitation to participate in the survey. Upon subscriber's consent to participate, he will get from three to five questions in an alternate order. In this case, only the first question aimed to assess the NPS, while follow-up questions help to rate the quality of services provided by service representatives to the customers, as well to measure the duration of problem solving and handling process.

The participation in SMS survey is free of charge for subscribers. So, this survey provides an opportunity not only to assess Azercell's NPS index, but also to review other important aspects of the relationships with consumers. With the last question of the SMS survey, a subscriber is getting a unique opportunity to send a request or suggestion to the company as a comment, helping Azercell to collect a database of opinion for further analysis and implementation of customers' preferences.

Based on the results of such proposals and suggestions from customers, Azercell has already made a number of improvements to the existing services that had an immediate effect on their satisfaction and the number of appeals to the customer service centers.

The company treats this innovation as an opportunity to strengthen dialogue between the subscriber and the operator in identifying further development of the company and the market in general.

At the moment, according to a preliminary survey assessment the customer service satisfaction rate is 79 percent, which is considered as a very high indicator according to the NPS system.

Since the launch of this unique opportunity, Azercell once again reaffirmed its leadership in the field of customer service that has always been an exemplary indicator of successful experience in the country. The introduction of this innovative model to rate customer loyalty will help Azercell to understand the needs of their customers even better and thus to further develop own operation in compliance with their wishes.

Azercell cordially invites all its customers to participate in this important process.

Azercell Telecom LLC was founded in 1996 and has sustained the leading position on the market since the first years. Azercell has introduced a number of technological innovations in Azerbaijan, such as the GSM technology, GPRS/EDGE, 24/7 Customer Care, full-time operating Azercell Express offices, mobile e-service "ASAN imza" (ASAN signature) and others. With 53 percent share of Azerbaijan's mobile market Azercell has a network covering 99.8 percent of the country population. The number of Azercell's subscribers stood at 4.5 million people as of late 2013. Azercell deployed 3G in 2011 and the fourth generation network, LTE in 2012 in Azerbaijan. The company is the leader of Azerbaijan's mobile communication industry and the biggest investor in the non-oil sector. Azercell is the part of the TeliaSonera Group of Companies, which is present in 17 countries and has 186 million subscribers and 27,000 employees.